MintegralScaling Non-Gaming Apps: How to Master User Acquisition
Summary
Non-gaming apps are a major driver of ad spend growth, with a 23% YoY increase across e-commerce, entertainment, lifestyle, and utilities. To stand out, advertisers should adopt game-like marketing strategies: interactive ads (playables), which 49% of marketers find most effective, can be created affordably with tools like PlayTurbo. Consider advertising on gaming apps (3.3B monthly players) to reach engaged audiences at lower CAC than traditional channels.
Also, explore alternative app stores like Amazon Appstore (20% lower bidding costs), Samsung Galaxy Store, and OEM stores (Xiaomi, OPPO, Vivo) for untapped markets and cost savings. Top markets vary: US leads for generative AI and mini-series apps; India and Vietnam for finance; Latin America for shopping; North America and Europe for lifestyle/health. Use smart bidding solutions from Mintegral (Target ROAS for short-term ROI, Target CPE for high-spending users) to optimize UA.
Emerging categories like generative AI apps show exceptional ad performance, while mini-series apps thrive in the US and Southeast Asia. Overall, diversifying channels and creatives helps maximize ROI.
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The mobile advertising industry is optimistic heading into 2025, with 80% of marketers expecting the year to be as strong or stronger than 2024. Non-gaming apps are driving growth, with downloads up 12% YoY and IAP revenue increasing 20%+. Marketers are prioritizing profitability and ROAS, with over half reporting more aggressive KPIs. Generative AI is already benefiting creative production and optimization. iOS re-engagement remains underleveraged, and most marketers are still adapting to SKAN. Budgets are increasing, with a focus on ad networks and self-attributing networks.
MintegralMaking the Most of Non-Gaming Marketing Opportunities
Non-gaming apps can reduce CAC by advertising on gaming platforms, reaching 3.3 billion monthly players. Creative formats like playable and rewarded video ads boost conversions. Key challenges include identifying high-value users and allocating sufficient budget for algorithm optimization. Successful examples include Buddy AI and food delivery apps.
AppsFlyerThe marketer’s guide to first-party data
First-party data, collected directly from users with consent, is crucial for marketers due to privacy regulations limiting third-party data. It enables accurate personalization, compliance, and cost savings. Key steps include ethical collection, maintaining clean data, and using it internally for product/marketing optimization and externally via commerce media networks.
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AppsFlyerBoosting your user acquisition strategy with preload campaigns
Preload campaigns are critical for UA in 2025, offering early brand presence, higher trust, and cost-efficient growth. Key benefits include increased visibility, engagement, and LTV. Practitioners should leverage advanced segmentation, automated recommendations, predictive analytics, extended attribution windows, and incrementality testing. Partnerships with OEMs and platforms like Appnext, Aura, AVOW, Digital Turbine, and InMobi can drive significant results, as seen with Magalu's 100k+ monthly installs and 4x ROAS.
Liftoff(Vungle)Webinar Recap: Busting Ad Monetization Myths in Non-Gaming Apps
Non-gaming apps can generate significant ad revenue by diversifying ad formats and strategically placing ads without disrupting user experience. Rewarded ads, app open ads, and interstitials work when integrated at natural user touchpoints. Testing different ad combinations and user segments is crucial. Gaming ads convert well on non-gaming traffic due to high cross-over. Avoid focusing on singular ad optimization; instead, test multiple formats for revenue gains of 2-5% or more.
AppsFlyerCreative optimization: Why your best video ad fails as a static image
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Puzzle and match 3 games remain a profitable segment, with 9.7 billion downloads in 2024 and 14% YoY IAP revenue growth. Key opportunities lie in LATAM and MENA, where session growth is high. Rising CPI and CPM emphasize the need for efficient UA. Incrementality testing and predictive LTV are critical for optimizing ad spend, ensuring budgets target high-value users. Adjust's tools—Measure, InSight, and Recommend—provide attribution, incrementality testing, and pLTV modeling to maximize ROI.
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